Study Task 6: Logo Design

To begin my logo design for my brand Subvert I began to look at my initial sketches. I liked the idea of using symbols/icons for the logo as most big beauty brands have logotypes instead of symbols - for example L'Oreal and Estee Lauder. By choosing to go in a different direction for my brand I can continue the theme of breaking rules/barriers. 

I began to experiment with the letter S, creating these out of semi circles. I like the idea of my symbol being quite compact so the 2 semi circles placed together would give me this look, as well as appearing quite clean and refined. The circles also play into the idea of gender symbols, so adding the plus for female, arrow for male and vertical line for gender neutral made the logo more relevant. however I was not pleased with the outcome, it didn't look very effective.

I continued with the gender symbols - playing around with all of these was interesting as the symbols were made of lines instead of circles. Using the symbols in succession didn't really look like a logo so I decided to combine them into one shape instead.

The combination of the symbols looked like this. It was important I included all the symbols to include male, female and non binary - so as to not exclude any gender from the brand.

I decided to go back to the 'S' shapes. I dissected the shape by drawing a vertical line down the middle - similar to a dollar sign. After recreating this look using circluar shapes instead of a letter the idea began to get clearer, and use the same idea behind the first experiments. Compacting the S so it was rounder instead of taller made it look more effective and removing the line to just leave the rounded shapes worked really well. Placed into a circle, the logo came together - and I even experimented with taking the separate shapes of the logo apart and creating a pattern from them - that could be used on packaging.

I like these experimentations as the logo is not static and I have been able to create more than one element from the design. The pattern I have been able to create I think could be applied to packaging, the actual make up products (glass bottles, compacts etc) as well as advertising and social media.